How popular isBreville?
In September 2026, people searched for Breville by name about 28,000 times in New Zealand, an 18% increase from the previous year. These searches made up 51.5% of all New Zealand air fryer brand searches, placing Breville first out of seven brands. When we asked both ChatGPT and Google AI Overviews about air fryer brands, Breville appeared in three of the five answers and was the third most recommended of the seven.
Breville is the most searched of 7 competitors and the third most recommended in AI answers.
BrevilleShare of searches 51.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
PhilipsShare of searches 25%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
Russell HobbsShare of searches 8.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
NinjaShare of searches 6.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
TefalShare of searches 5.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top air fryer brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Breville was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Breville is the third most recommended of the seven.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Ninja1st
- Philips2nd
- Breville3rd
NutriBullet4th- Russell Hobbs5th
- Tefal–
COSORI–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Ninja5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Breville3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Philips3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- NutriBullet3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Russell Hobbs2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Tefal0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- COSORI0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about air fryer brands
5 answers
Asked ChatGPT
“Which air fryer brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best air fryer brands in New Zealand?”
Asked ChatGPT
“What's the best air fryer brand in New Zealand for everyday cooking?”
Searched Google, AI Overview
“air fryer nz”
Searched Google, AI Overview
“air fryer oven nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Which air fryer brands compete with Breville?
Share of searches by month for Breville, Philips, Russell Hobbs, Ninja, Tefal, NutriBullet. The figures are in the table below the chart.
View monthly share of searches table
| Month | Breville | Philips | Russell Hobbs | Ninja | Tefal | NutriBullet | COSORI |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 52.3% | 24.5% | 7.9% | 5.3% | 5.6% | 3.9% | 0.49% |
| Nov 2025 | 52.2% | 23% | 8.9% | 6.8% | 5.4% | 3.2% | 0.61% |
| Dec 2025 | 52.2% | 24% | 8.3% | 6.6% | 5% | 3.2% | 0.77% |
| Jan 2026 | 50.5% | 26.1% | 8% | 6.5% | 4.9% | 3% | 0.93% |
| Feb 2026 | 48.4% | 27.5% | 8.1% | 6.1% | 5% | 3.8% | 1.1% |
| Mar 2026 | 50.3% | 24.7% | 7.7% | 4.9% | 6.3% | 2.9% | 3.2% |
| Apr 2026 | 51.9% | 25.9% | 7.5% | 5.7% | 5.1% | 2.9% | 1% |
| May 2026 | 51% | 27.6% | 7.2% | 5.4% | 5.2% | 2.8% | 0.73% |
| Jun 2026 | 49.1% | 28.4% | 7.5% | 5.6% | 5.9% | 2.9% | 0.68% |
| Jul 2026 | 51.3% | 24.9% | 8.1% | 5.8% | 5.4% | 2.7% | 1.8% |
| Aug 2026 | 51.2% | 25.4% | 8% | 5.4% | 6.4% | 2.7% | 0.89% |
| Sep 2026 | 51.5% | 25% | 8.3% | 6.5% | 5.3% | 2.8% | 0.58% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 51.5% | 13.2K | -4.1% | +0.4 points | |
| 2, held 2nd | 25% | 6.4K | -6.3% | -0.4 points | |
| 3, held 3rd | 8.3% | 2.1K | -2.3% | +0.2 points | |
| 4, moved from 5th to 4th | 6.5% | 1.7K | +13.7% | +1.1 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 5.3% | 1.4K | -20.3% | -1 pointsmoved from 4th to 5th | |
| 6, held 6th | 2.8% | 720 | 0% | +0.1 points | |
| 7, held 7th | 0.58% | 150 | -37.5% | -0.3 points |
1.
Breville51.5%
Held 1st. 13.2K estimated branded searches, -4.1% vs prior month. Share +0.4 points.
2.
Philips25%
Held 2nd. 6.4K estimated branded searches, -6.3% vs prior month. Share -0.4 points.
8.3%
Held 3rd. 2.1K estimated branded searches, -2.3% vs prior month. Share +0.2 points.
4.
Ninja6.5%
Moved from 5th to 4th. 1.7K estimated branded searches, +13.7% vs prior month. Share +1.1 points.
5.
Tefal5.3%
Moved from 4th to 5th. 1.4K estimated branded searches, -20.3% vs prior month. Share -1 points.
2.8%
Held 6th. 720 estimated branded searches, 0% vs prior month. Share +0.1 points.
7.
COSORI0.58%
Held 7th. 150 estimated branded searches, -37.5% vs prior month. Share -0.3 points.
Compare popularity between Breville and its closest rivals
Every comparison with Breville
35 comparisons
- Breville vs Nespresso
- Breville vs Ninja
- Breville vs Philips
- Breville vs Fisher & Paykel
- Breville vs NutriBullet
- Breville vs KitchenAid
- Breville vs Smeg
- Breville vs Thermomix
- Breville vs Kenwood
- Breville vs De'Longhi
- Breville vs Sunbeam
- Breville vs Russell Hobbs
- Breville vs Miele
- Breville vs Electrolux
- Breville vs La Marzocco
- Breville vs Westinghouse
- Breville vs Tefal
- Breville vs Vitamix
- Breville vs Moccamaster
- Breville vs Sharp
- Breville vs Salter
- Bosch vs Breville
- Bodum vs Breville
- Breville vs Samsung
- Breville vs LG
- Breville vs Jura
- Breville vs OXO
- Breville vs ZWILLING
- Breville vs COSORI
- Breville vs Rocket Espresso
- Blendtec vs Breville
- Breville vs Gaggia
- Breville vs Panasonic
- AEG vs Breville
- Bamix vs Breville
How has branded search demand for Breville changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Breville in New Zealand rose from 23.7K to 28K.
- Across the 12 months ending September 2026, Breville’s share of searches among air fryer brands in New Zealand decreased from 52.3% to 51.5%.
- Across the 12 months ending September 2026, Breville’s share of searches among air fryer brands in New Zealand peaked at 52.3% in October 2025 and was lowest at 48.4% in February 2026.
How did search popularity change for New Zealand air fryer brands in September 2026?
6 changes
In September 2026, Ninja overtook Tefal to rank 4th among air fryer brands in New Zealand, with 6.5% of the searches.
In September 2026, Tefal lost share of searches among air fryer brands in New Zealand, from 6.4% to 5.3%.
Estimated monthly branded searches for COSORI in New Zealand rose 36.4% over 12 measured months, from 110 to 150 in September 2026.
Estimated monthly branded searches for Russell Hobbs in New Zealand rose 20.5% over 12 measured months, from 1.8K to 2.1K in September 2026.
Estimated monthly branded searches for Philips in New Zealand rose 17.3% over 12 measured months, from 5.5K to 6.4K in September 2026.
Estimated monthly branded searches for Breville in New Zealand rose 13.2% over 12 measured months, from 11.7K to 13.2K in September 2026.
How are Breville’s branded searches counted?
21 search terms
Brandwave collects information about searches that people make online using Breville’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- breville
- breville air fry
- breville barista express
- breville barista pro
- breville barista touch
- breville blender
- breville bread maker
- breville coffee machine
- breville descaler
- breville double boiler
- breville espresso machine
- breville humidifier
- breville juicer
- breville kettle
- breville microwave
- breville milk frother
- breville mixer
- breville mixer stand
- breville oracle
- breville pods
- breville toaster
Do you work for Breville? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Breville compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Small kitchen appliance brands | 2nd of 10 | 15.3% | Show ranking |
| Coffee machine brands | 1st of 8 | 39.2% | Show ranking |
| Coffee maker brands | 2nd of 9 | 24.5% | Show ranking |
| Induction cooktop brands | 2nd of 8 | 28.4% | Show ranking |
| Convection oven brands | 2nd of 6 | 29.5% | Show ranking |
| Stand mixer brands | 1st of 6 | 35.4% | Show ranking |
| Blender brands | 1st of 6 | 38% | Show ranking |
| Hand mixer brands | 1st of 5 | 40.4% | Show ranking |
| Toaster oven brands | 1st of 5 | 46.4% | Show ranking |
| Air fryer brands | 1st of 7 | 51.5% | Shown above |
| Chip fryer brands | 1st of 5 | 55.7% | Show ranking |
| Hand blender brands | 1st of 6 | 52.3% | Show ranking |
| Tea kettle brands | 1st of 6 | 53.4% | Show ranking |
| Stick blender brands | 4th of 7 | 12.9% | Show ranking |
| Milk frother brands | 1st of 6 | 61.2% | Show ranking |
| Kitchen scale brands | 1st of 6 | 62.6% | Show ranking |
| Pancake maker brands | 1st of 4 | 73.5% | Show ranking |
| Crepe maker brands | 1st of 5 | 67.5% | Show ranking |
| Cold press juicer brands | 1st of 5 | 90.9% | Show ranking |
| Humidifier brands | 4th of 8 | 1.5% | Show ranking |
| Microwave oven brands | 1st of 6 | 32.8% | Show ranking |
Is Breville your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.